The deal, brokered by media buying agency Manning Gottlieb OMD in conjunction with communications agency Goodstuff, will begin in September 2004 and run for 12 months.
The Virgin Mobile brand will now be integrated into several aspects of the breakfast show. In addition to the usual sponsor credits and on-air promotions there will also be weekly listener giveaways and a platform for Virgin Mobile to promote celebrity talent. This will be supported by website activity and a newsletter.
Simon Long, Kiss 100 programme director, said: "Only Kiss 100 could work effectively with a forward-thinking brand like Virgin Mobile to create this kind of unique partnership."
Alison Pye, brand manager of Virgin Mobile, added: "Part of Virgin Mobile's success has been its single-minded approach to product and communications. In response to consumer demand, new products will soon be launching, and strategically we want to avoid fragmented communications. This partnership gives Virgin Mobile a consistent brand voice in the form of Bam Bam while we introduce new products via the show and other communications."
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